A clear and inspiring strategic ambition is essential. 

It provides a direction and a desired state, mobilizing the entire organization toward a common goal. By articulating the desired state as concretely as possible, the ambition becomes a powerful force that shapes the strategic logic.

However, choosing a destination can be challenging. But this vision is necessary.

Here are three perspectives on the subject:

Simon Sinek - Start With Why

Sinek reminds us of the importance of inspiration. In his famous TED Talk, "Start With Why", he explains that people follow us because they believe in why we do what we do.

In his book of the same name, he emphasizes the importance of being ambitious in our goals. Everything starts with clarity of why, the discipline of how, and the consistency of what.

"Every instruction we give, every course of action set, every result we desire, starts with the same thing: a decision. There are those who decide to manipulate the door to fit to achieve the desired result and there are those who start from somewhere very different. Though both courses of action may yield similar short-term results, it is what we can't see that makes long-term success more predictable for only one. The one that understood why the doors need to fit by design and not by default."

The why allows us to think outside the box.

Jim Collins - Good to Great / Build to Last

Collins presents the characteristics of exceptional companies.

He highlights "Level 5 Leadership," where leaders produce sustainable results by developing an organization where the sum is greater than its parts.

He mentions:

"Enduring great companies preserve their core values and purpose while their business strategies and operating practices endlessly adapt to a changing world. This is the magical combination of preserving the core and stimulating progress."   

It's important to have the right team first (who) and then determine the best path to achieve the ambition (what).

Collins highlights the concept of BHAG (Big Hairy Audacious Goal). These ambitious goals inspire and mobilize. They clearly translate ambition into action.

Ambition gives meaning to strategy.

Roger Martin - Playing to Win

Martin explains how an organization's strategic ambition (Winning Aspiration) frames all strategic choices.

This ambition allows for coherent choices. It must concretely describe what winning means and how success can be measured.

"It all starts with an aspiration to win and a definition of what winning looks like."

It gives a clear direction to the entire organization and allows for focused actions. By being ambitious, it mobilizes and inspires action.

Martin recommends not simply operating an organization to compete. "Play to Win," define what winning means in your context and describe your aspiration powerfully to make it meaningful and mobilizing for your teams and customers.

The ambition must be clear, concrete, and mobilizing.

The Ambition that Guides Strategy

Identifying strategic ambition is more than just a theoretical exercise.

There is often a weariness around discussions about vision. This is a mistake.

It is imperative to go further because there is a strong mobilizing potential that can be harnessed, which gives meaning to strategy.

Three questions arise:

• What is yours?
• Is it well communicated and mobilizing?
• Does it give meaning to your strategic choices?

Thank you for being with us,

Eric L’Heureux